New design, and a 40% sales boost, for Gentleman Jack

Brown-Forman increased sales 40% for its Jack Daniels Gentleman Jack line of premium Tennessee whiskey by broadening the brand's appeal beyond its primary market of 25- to 34-year-old white males.

The new Jack Daniel signature-embossed bottles, supplied by O-I (, are being marketed in six sizes--50 mL, 375 mL, 7
The new Jack Daniel signature-embossed bottles, supplied by O-I (, are being marketed in six sizes--50 mL, 375 mL, 7
For Brown-Forman, the Lynchburg, TN-based distiller, the right package design played a significant role in the brand's sales surge.

"The new bottle design clearly projects a more contemporary, sophisticated image that we believe appeals to a broader audience, including Hispanic and African-American consumers and a larger female following," says Master Distiller Jeff Arnett. "The new bottle design also has helped us increase the export rate for the brand."

Arnett outlined the package-design evolution: "We initiated the design process by providing Owens-Illinois with a conceptual rendering of the desired container. Using the rendering as a guide, O-I produced a Lucite scale model of the bottle. After approval, the model proceeded to the mold unit stage, and the first actual containers were produced. The unit sampling glassware was used to check for container functionality and to identify potential bottling line machine and material fitness attributes."

Arnett also points out that the new press-sensitive labels have an aqueous UV coating applied and cured onto their surface during printing. This coating is designed to improve the label's ability to retain its sheen and withstand scuffing and other environmental challenges.

The new cap presented a special challenge. It is a traditional plastic closure on its inside, but it incorporates a metal oversleeve. Arnett says, "It's a very high-end, contemporary-looking cap which fits with the redesign of the bottle and label. But our existing capping equipment could not handle the new closures."

After discussing options with Fowler Products Co. , a division of Pro Mach, Brown-Forman opted for a new capping machine that would run the new Gentleman Jack bottle format as well as two other formats on the same line.

Gentleman Jack products running on the new capping system are being packaged in four glass bottle sizes: 700 ml, 750 ml, one liter, and 1.75 L. The whiskey also is marketed in 50-ml, 200-ml, and 375-ml bottles.
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